Florian Bolte is head of strategy & partner at M&C Saatchi Berlin. Florian began as a junior strategic planner at Springer & Jacoby before moving his way through the ranks. Before M&C Saatchi, Florian was planning director at Select world.
Jakob Miller is strategy director at M&C Saatchi Berlin. Jakob began with brand consulting at MetaDesign before moving his way through the ranks. Before M&C Saatchi, Jakob was at Sturm & Drang and SelectNY and co-founded Favorite Picture GmbH and favor.it labs/Uberall
Florian and Jakob> In real life both terms are often used synonymously. A planner is probably rather the ad man in the beginning of the career, strategists tend to be the more experienced persons with a broader perspective on the business. However, strategist probably sounds cooler?
Florian and Jakob> At the end of the day it is a very academic discussion about a very artificial difference. Hence we don’t care which label we’re wearing.
Florian and Jakob> Patek Philippe is great. A very expensive, superfluous product. But it gets a deeper meaning through a ‘reason why’ and an RTB combined in the same message which perfectly fits the design and heritage of the brand. You can always argue why you bought a Patek. Not so sure you can do it in the way with a Hublot.
Florian and Jakob> Today many people will say data. Others might say experience or intuition.
We believe strongly in observation. Observation is key to understanding how and why people interact with a product or service in a certain way. No data will show you that. Even in focus groups you can't really mimic reality. Observing brings us very close to the human nature of consumers.
Florian and Jakob> Observing, and listening to, real people interacting with a product is the key to insights. Since insights are often driven by latent or obvious psychological conflicts, it is an intriguing phase of the planning process. Not to forget – an insight (an 'actionable aha') is the prerequisite for brand success. The strategic importance makes this milestone even more interesting.
Florian and Jakob> We love our Three Box Thinking. Insight, Brand Truth, Proposition. Each in one box. One sentence max. Being restricted and forced to condense your thoughts as much as possible gives you a pretty good feeling if you’re on to something. If you’re pm the right track, you can fill the boxes easily.
Florian and Jakob> We love an interdisciplinary process. And for this to be fruitful, you need people that are not too vain. While we want creatives that can think strategically and will challenge our thoughts, we also want them not to be too stubborn and insist on their own ideas when there might be already a good one in the room.
Florian and Jakob> Simply put, you know when there is a great idea in the room.
Same as I want creatives to acknowledge a great idea coming out of the planning department, we are not too vain not to happily post-rationalise a great idea from the creative department. Because: if it’s a great idea, there’s no easier task.
Obviously, we as strategists should pave the way for it, but sometimes the spark comes laterally and we should embrace it.
Florian and Jakob> Talent doesn’t come with education or experience. Experience helps avoiding mistakes, but the ability to cut through clutter and see the essence of something is a gift some people have and others don’t.
In terms of recruiting, more flexible working environments are needed. Covid reinforced this trend but is was already there before. And they are good for our department. You’ll find more insights and inspiration outside than in the office.
Florian and Jakob> Numbers are getting more and more important. But they are not necessarily always the core of a good strategy, but they might help support your intuition that leads you in the right direction.
And obviously: Numbers help sell ideas.
When it comes to short tactical measures, effectiveness nowadays can be measured pretty accurately. And you must deliver the numbers. But the big long term brand idea is usually not born in an Excel doc.
Florian and Jakob> Clients’ internal politics, misleading market research, dead end projects… they often kill great ideas.
We also believe that we should stick to what we are good at: advertising. This whole 'agencies become consultancies' can lead to mediocrity on all levels and nothing else.
Florian and Jakob> If you can live with not always knowing what you are doing and constantly struggling to explain your work to your friends and relatives, it’s one of the most diverse and interesting jobs out there.